The editors at COLLIER’S MAGAZINE could not have known the significance of this subject back in 1942, yet to those Americans born after 1960 who read these old columns, it seems like a sign post that pointed the way to the sportswear of the future. Verily, few are the Americans who tread the fruited plane today who do not see at least one pair of jeans every day. Blue jeans have become the symbol of the nation, just as much as the flag.
This 1940s article pointed out that more and more Americans are waking up to denim. They found that it suited them and deemed it a sensible fabric in light of the new agricultural and industrial toil that needed to be finished if the fascists were to be beaten. However, denim was not some newfangled wartime invention; denim has been on the American scene since 1853 – in the Western gold mines and barnyards, roundhouses and cattle ranges.
Some seven years before this article hit the newsstands American teenagers began wearing jeans, but it was W.W. II that created a market for women’s jeans, and for good or ill, the course of American sportswear was forever altered.
A far more thorough fashion history of blue jeans can be read here.